Thursday, July 11, 2019

[UPDATE] Kefi Targeting Summer Debut in Atlanta, Three More In The Works

Things are starting to take shape at the new concept Kefi, coming soon to the former hhgregg at Buckhead Triangle in Buckhead.  The new business, developed by Red Wagon Ventures, an affiliate of Chick-fil-A, plans to marry co-working and coffee with kids and toys to create a business unlike any other, a "family hangout," as they call it. 
Kefi (keh-fee) although not yet open in a physical space, launched their ecommerce shop, offering a curated selection of toys and games earlier this year. The store currently features dozens of toys from familiar names like BRIO, Hasbro and Ravensburger, as well as lesser known makers like Loog, which offers an electric guitar meant for young musicians.

ToNeTo Atlanta first reported on Kefi's plans to open their first outpost in Buckhead this past October.  At the time, the Atlanta location was to be followed by a second location in Los Angeles.  That is still the case, but now the budding company has plans for a total of four locations over the coming years.
Rendering of "Story Cave" within Kefi 
Rendering of "Puppy Town" within Kefi
The Buckhead Kefi is slated to open in the next 30 days or so with the location in Los Angeles expected to open next summer.  Following the openings in Atlanta and Los Angeles, the firm plans to open a pair of locations in summer 2021 in Chicago and Dallas.  The exact locations of the Kefis planned for Los Angeles, Chicago and Dallas have not yet been made public.

Given the Atlanta location occupies a former Circuit City/hhgregg, it's likely the company could be targeting other former big box locations where landlords may be motivated to offer appealing lease terms to the new business to get deals done.  The Buckhead Kefi, for instance, is nearly 29,000 square feet and had sat vacant since 2017, when hhgregg closed all of their stores.

"Now Hiring" signage at the Buckhead location went up in recent days hinting at the company's imminent debut.  ToNeTo Atlanta contacted Kefi's press department last month regarding the Buckhead location's debut but never heard back.

Sadly, the modern, cool, artsy exterior shown in a previously released rendering was apparently eliminated in favor of a far more basic exterior with a single large graphic Kefi sign.
Kefi, which is based in Atlanta, is headquartered at Ponce City Market.

One other change we noted on the Kefi website was that the company has seemingly replaced Brash Coffee with Counter Culture Coffee as coffee provider in their cafes.  One reason for the change could be that Atlanta-based Brash has but three locations, all in Atlanta, while Durham, North Carolina-based Counter Culture has "Training Centers" nationwide and is likely better equipped to handle Kefi's planned growth.

The Kefi website also indicates that the concept has slightly tweaked/re-named three of its four primary elements: 
Worlds of Play (fka Play) - A never-before-seen combo of high tech story driven Playtainment (we invented that word), designed to inspire the imagination and spark friendship. You’ll have to see it to make believe it! 
Parent Oasis -  Imagine a trendy lounge meets a co-working, chill-out space. Your children will be engaged with play that is both fun and educational while you get some work done, catch up with a friend or just chill out. Hey, parents need playtime too!
Xander Coffee (fka CafĂ©)   -  It’s like your favorite coffee shop marrying the best living room in the world. It’s got gourmet coffee and snacks made of only feel-good ingredients. Xander is free to enter, so you can grab a latte, a Sweet Loren’s cookie, or a Kombucha to-go.
Kefi Studios (fka Retail Showcase) - Our retail space is basically the coolest tech store merging with the best toy store, plus a content studio for your child to make their next unboxing video. Toys are always out of boxes for kids to play with and parents to discover.
Are you excited for the debut of Kefi in Buckhead?  Where would you like to see Kefi open next?  Have you purchased anything from the Kefi website?

Please share your thoughts below 


Anonymous said...

OMG that looks like a used car lot!!! All that's missing is that big tall parachute clown who has its feet hooked to a high powered fan bowing a 90 mph and me sitting across the street watching its mile high arms flapping in the sky!! Zero down Grand opening!!

Who is building this 5th grade eye sore?? Is it that God awful fashion flop jeff fuqua?? Or town flop brookhaven builder - sembler?

Seen better at a blind art show! At least they painted from the heart and not for greed!

Then again, the Chick-fil-A new restaurants look boring as hell too!

Anonymous said...

"Seen better at a blind art show" that a real event that you attended? Or just a witty zinger?

Anonymous said...

Two observations:

1. This place is going to print money
2. Parking and traffic flow will be difficult. Left turns out of the center onto Wiecua/Roxboro should be prohibited and traffic wanting to go south to head out of the east side exit directly onto Roxboro.

Anonymous said...

So who's watching the kids while the parents are goofing off? Recipe for lawsuits.

Anonymous said...

LA fitness watches your kids when the parents are goofing off and not too many lawsuits.

Anonymous said...

This place is absolutely great and really has shown our family a good time from the smiling face from the staff to the play spaces.

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